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BRAND SYNERGY DETECTED

Dudes love games! And dudes love shaving! Let's make some money!

Golfman
EA Sports announced a partnership deal with Gillette, the razor people. Their aim is to... well, their aim is to sell you razors and video games, actually... but the aim of this partnership is to put together some big-ass multi-sport gaming tournament. Tiger Woods is somehow involved, which makes sense, considering he does business with both companies.

But to get to the point, the only reason I'm writing about this at all is because I love this quote from Peter Clay, VP of Gillette Grooming.

“Gillette and EA SPORTS represent the best in grooming and gaming, and this partnership is a natural extension of our ongoing efforts to engage guys through their competitive nature and their passions, including sports."

Here, let me run that through the businessman-to-English translator for you.

"Dudes buy video games and like sports. Those dudes all need to shave and we figure by showing them the name Gillette over and over again, they'll shave with our stuff."

Actually, I just like the phrase "grooming and gaming." From now on, if anyone asks you what you're doing this weekend, tell them that you're going to be busy grooming and gaming.

Let's close on this quote from Tiger Woods, the "Gillette Champion" himself. Obviously this stuff came directly out of his mouth and was not at all written by his people or anyone else's people.

"I'm proud of my association with both Gillette and EA SPORTS because they represent what it means to be at the top of your game. This program will give guys the chance to play games at the highest level possible, which is always exciting. To be the best at anything is an amazing feat."

Full disclosure: I actually use a Gillette Fusion razor and think it's the most-bestest razor I've ever used. Also, we had Thai food for lunch today. Also, I need to do laundry tonight before going to PAX tomorrow. And maybe shave. See how I brought it all back around like that at the end? Dude, I should write for a living.
Jeff Gerstmann on Google+
54 Comments
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Posted by Jeff
Golfman
EA Sports announced a partnership deal with Gillette, the razor people. Their aim is to... well, their aim is to sell you razors and video games, actually... but the aim of this partnership is to put together some big-ass multi-sport gaming tournament. Tiger Woods is somehow involved, which makes sense, considering he does business with both companies.

But to get to the point, the only reason I'm writing about this at all is because I love this quote from Peter Clay, VP of Gillette Grooming.

“Gillette and EA SPORTS represent the best in grooming and gaming, and this partnership is a natural extension of our ongoing efforts to engage guys through their competitive nature and their passions, including sports."

Here, let me run that through the businessman-to-English translator for you.

"Dudes buy video games and like sports. Those dudes all need to shave and we figure by showing them the name Gillette over and over again, they'll shave with our stuff."

Actually, I just like the phrase "grooming and gaming." From now on, if anyone asks you what you're doing this weekend, tell them that you're going to be busy grooming and gaming.

Let's close on this quote from Tiger Woods, the "Gillette Champion" himself. Obviously this stuff came directly out of his mouth and was not at all written by his people or anyone else's people.

"I'm proud of my association with both Gillette and EA SPORTS because they represent what it means to be at the top of your game. This program will give guys the chance to play games at the highest level possible, which is always exciting. To be the best at anything is an amazing feat."

Full disclosure: I actually use a Gillette Fusion razor and think it's the most-bestest razor I've ever used. Also, we had Thai food for lunch today. Also, I need to do laundry tonight before going to PAX tomorrow. And maybe shave. See how I brought it all back around like that at the end? Dude, I should write for a living.
Staff
Posted by MattBodega

This is the best article ever put on Giant Bomb. Period.
Giant Bomb Dot Com: It's where groomers go to know.

Posted by Tarsier

lol Jeff

Posted by TheWorstPlayerEver

i've been grooming an gaming for years now. This partnership seems like a bad thing because now all of the sports games are gonna have giant Gillette adds everywhere

Posted by get2sammyb

Jeff: Can I have thai food too?

Posted by Ben_H

That was hilarious!

Posted by Tortoise

Gillette's marketing people have some skills. How they keep managing to associate a boring, annoying daily (or twice daily) chore with anything positive is really amazing to see. I also bet Tiger Woods could not grow a proper 'tache even if he tried.

Posted by FLStyle

Dude! I'll totally shave with their stuff!

Posted by beanZfury
Posted by sarahsdad

*sigh* why couldn't it have been with Epic or MS, then we could get a Gears themed razor.
and have the 'Close Shave' Achievement for *almost* getting chainsawed 50 times.
damn my four blade vibrating razor with extra trimmer at the end for only being what it is.

Posted by Jensonb

Best full disclosure note ever

Posted by GalvanizedNails

dude! totally going to groom and game this weekend!

Posted by momentarylogic

That quote is so hammy that I had to check to see if it was for real. sad..

Posted by xxNBxx
Posted by logson

Screw that, they lost me. If this was Schick, I would totally be on board.

Posted by Stevokenevo

i groomed and gamed tonight!  and it was the second best experience of my day.....

it sounds really seedy!?  like some kind of peodophilic dating simulator.

Posted by FaintDeftone

How are Gillette razors for shaving your taint?

Posted by Lancejt

Now if we can just try to get the guys over at www.goateesaver.com in on this we'll have the best thing ever.

Posted by MasterSplinter

All I know is I better get a Fusion with NBA Live 09 or I might have to choke a bitch.

Posted by FCKSNAP

Next: Gillette's  Venus brand to partner with UbiSoft's "Petz" line. They'll have a DS game called "Imagine: Shave Your Kitty!"

Posted by TheWesman

I'll shave, but I'm not buying their stupid sports games.  Actually, u know what?  I'm not gonna shave either!

Total rebellion!

Posted by Paul

Wait, you don't write for a living?

Posted by FiestaUnicorn

EA Sports' Tiger Woods Shaving Golf '09

Posted by ThomasP

lol

That is pretty funny, and some great writing. You took a who gives a shit story and made it funny and interesting... stellar wrap-up and all.

Posted by Alphazero

I shave with my Refined Blood-Eel of Balance, but I'd be willing to trade for a Marketed Gillette Mach-3 of Fusion plus 500,000 bounty.

Moisturizes
Posted by Kohe321

Haha awesome.

Posted by Oni

Sure I'd like to shave Tiger Woo- I mean, shave with Tig- I mean-

God DAMMIT

Posted by MrBrian

Get an interview with Major Nelson at PAX!

Posted by Scooper

Gillette has a creepy bit on GameSpot too.

Posted by Destroyeron

Fuckin a man, fucking a.

Posted by JoblessTerence

Well, someone's in a good mood.

Posted by imHunt

Grooming and gaming is my life man! I've been perfecting my strategies in both categories for a few years. This partnership means a lot to me and really hits home. I hope to see more partnerships like this in the future such as Charmin toilet paper and Football games. I use Charmin and football so that would be AWESOME!

Posted by roofy

i groom and game at the same time.
 
no one can beat that

Posted by plastique

I'd like to see Tiger Woods with a propper old tyme barbers moustache that curls up at the end, and is thich and rich like the untamed west of this great land they call America. Also, Gillette is just trying to advertise. As long as it's not interfering with gameplay and the game's experience (which it very well might!), there are no problems. We get hit across the face with advertising as soon as we boot up every day or walk outside.

Posted by Impossibilium

So, will they also be sponsoring the hairy monsters of the EA NHL games?

That's an anti-shaving game.

Posted by AttackedCamo

I'm so going to use the "grooming and gaming" line.

Posted by Seanakin66
Posted by RHCPfan24

Great blog post.  very funny indeed.

Posted by HatKing

Oh man I've been reading too much of Jeff's work.  I knew as soon as I read the headline that Jeff wrote this article.  Funny thought.

Posted by zoozilla

Shaving's for dorks!

Oh, wait.

Posted by elitefury

Gillette is cursed! Three of the athletes it has deals with are hurt or are playing horribly.  Federer  is losing left and right and is no longer ranked number 1. Tiger is suffering from a serious knee injury and might not be even be back at the beginning of 2009. Than there is Jeter who is not going to make the playoffs for the first time in 13 years. This spells disaster for EA. 

Posted by albedos_shadow

Actually, the Fusion does work really well.

Posted by MetalRocker

You know in game advertising is out of hand when..

Posted by keyhunter

I use my moms disposable single bladed razors.

Posted by elko84

I'll be grooming and gaming this weekend.

Posted by Smoolander

Why not take that partnership a step further.

If you play as Tiger Woods in Tiger Woods 2009 you don't tee off with a gold club. That's right, you go around the golf course with your giant shaver's that you use to hit the ball. Cross market branding at its best.

You heard it here first.

Posted by TheFrostedGamer

When Tiger starts promoting BIC Disposable Razors for Sensitive Skin I'll care.
I've never been one of these "I need a MachFlex Headbutt Extreme razor to shave" guys.

Now I can get back to gaming and grooming..

Posted by reflekshun

lol grooming and gaming... what is the world coming to?

Posted by ArbitraryWater

Grooming and Gaming huh... that is one phrase I will never use except to annoy my friends.

Also, the Athletes that support Gillete have their own version of the madden curse. Federer has been on a losing streak for about 6 months, Tiger himself busted his knee. And Jeter might not make it to the playoffs.

Posted by skrutop

I think EA's missed the ball; there are some creative synergies that they could leverage using the market leading Wii gaming console.  Instead of spending the weekend "grooming and gaming," a Wii-shaving game would allow us to "groom-game" our Miis using the latest and greatest Gilette properties.

It's a slam-dunk!

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